Why wedding business dries up - VALUABLE TIPS ABOUT SELLING YOUR WEDDING PHOTOGRAPHY

[mike_hitchen]

<p>Hi Steve<br>

UI am gong to start off on the website as<br>

I'ma bit puzzled by your strategies here to be honest:</p>

<blockquote>

<p>So I have a real need to have a heavy flow of new customers from the upper income brackets if this new venture is to be worthwhile.</p>

</blockquote>

<p>You then design a site that is geared for people who may not have the most rapid download capacity - surely someone in the highest income bracket is not going to go cheap on computers, modem and ISP and so this should not be a consderation in web design. If you want to attract the high-earners the presentation on your website has to match your aspirations.<br>

How long you have been in the wedding photography business?<br>

If you are trying to broaden the access to your site I agree with your assessment of the issues with web design but maybe you have gone too far the other way. You seem to fending off any advice by saying you design web pages for a living , but bear in mind that 'creating a highly usable system' for businesses is quite different to using those skills to bring in the paying public who will be entrusting you with possibly the most important and emotional day of their lives. One thing that sticks out to me is the home page - personally I find the machine-gun of short, discrete phrases very off-putting: it may work for explaining how to use a web portal but it does nothing for drawing your customers in. For example, the last three points about engagement session would be better in a single sentence:<br>

<ol></ol>

<blockquote>

<p >Ask about our free engagement session: it is a no-risk way to try us out to see if you like working with us and if you like the pictures, you can use them for your guest book for a personalised memory of those who joined you on this important day.</p>

</blockquote>

<p >Have people really forgotten how to write a structured sentence? </p>

<p >Ask yourself why do most wedding websites look the same? Perhaps it is because it works!! And you mess with the formula at your peril. I ask myself would the website attract me? Unfortunately for all the reasons above all I can only say 'absolutely not'. And the only reason I am so blunt is that you seem to have taken other criticism quite graciously and credit to you for that.</p>

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<p >I don't think wedding photography is drying up - I see just as many weddings with photographers snapping away. But there are more people out there doing the work. So it is one of those areas where quality sells and people need to work harder and show off their work to bring in the business. One thing that has changed is that many years ago photohgraphers on the town streets would have photographs in their shop window advertising their work and people used to see this every day on their way to town. Now photographres rely more on the internet and newspaper ads which lack that 'opportunistic' element. </p>

<p >A few posts above have good ideas on how to reach new clients and it will be a whole lot of hard work to try them! I can only wish you good luck.</p>

</p>

[lindsay_dobson]

<p>Steve, I've just re-read some of your comments in a recent thread, I found the points you made to be valid and useful. But you don't seem to be putting any of it into practice, and you appear completely opposed to the excellent advice you've been given here. You wish to target the more affluent end of your market, but you don't seem to care about what that actually involves. And your assessment of Flash is wrong - you've undoubtedly seen a great many bad sites, but if one is able to leverage the attributes of Flash (which takes nothing more than a period of research and consideration) then your criticisms become invalid. If you don't like music (I don't either) don't load it up to your site, etc etc. Nobody is saying you should use Flash, but the concensus is that your current site is simply not viable. </p>

<p>How often do you visit your local target vendors and venues? How can you stand out, against the countless other photographers they deal with each month? Are your products relevant to your target market? How much time do you spend each month networking? I suggest you look at Bob Bernado's response. How often do you revisit your business plan? You may feel this is all terribly boring and rather hard work, but I'm afraid that's how it is.</p>

<p> </p>

[william-porter]

<blockquote>Most of my income comes from building custom software at costs upwards of $100,000 per system. Among other things, I get paid for creating highly usable systems. I would say that everything on my site is clearly labeled compared to the mystery sites I see.</blockquote>

<p>Steve,<br>

I'm a software designer/developer myself and I think I know exactly where you're coming from. I'm guessing you're a fan of <a href="http://www.useit.com/">Jacob Nielsen.</a></p>

<p>Even in Nielsen terms, there are things about your site that I consider usability mistakes. I don't think it going to be clear to a user who lands on your site that they're supposed to read it page to page like a book. Most web sites do not work this way. Your home page isn't a home page, it's page 1. It doesn't help that the Next Pictures link is at the bottom of the page, in an area that is also being used as a kind of nav bar. The nav bar isn't the same on all pages. In short, even from a usability perspective, it could use some work.</p>

<p>But forget about all of that for a day or two. Usability isn't the only thing that matters. On a wedding site it isn't the most important thing, in fact, it may not be very important at all. People who visit your site aren't initially looking for information. The first thing they want to do is get a good feeling about you as a photographer. How do you give them this? It's more than just showing a few of your best photos. In fact, I dare say that the quality of the photos is not the most important thing! Remember, most people have no idea how to evaluate a photo. What they want is something that looks good to them - and for most folks, "looks good" is a package deal. A beautiful site with mediocre photos is going to make a better impression than an ugly site with fantastic photos.</p>

<p>I agree with those who are put off by the color on your site; I also don't like the large sans serif text. But here's where it gets difficult: We MIGHT be wrong. You could be ahead of the curve here. I'm no longer young and hip. If you're convinced that your color scheme is right and that you just need to drive more traffic to your site, then go for it.</p>

<p>On the other hand, if you do have some doubts, then I do have a couple of suggestions. Look at lots of other photography web sites. Don't look too closely at the design or content details. There is no right way to build a photography web site: there are many different approaches to take. Still, you will notice that many sites share many features. These are important to you because they define the expectations your users are likely to have. And you should get an increased appreciation of how important the look of the site is.</p>

<p>Good luck.</p>

[aimee_pieters]

<p>I would listen to Rebecca. She's the one who's turning away business and continually upgrading her clients...-Aimee</p>

[rick_m.]

<p>

<p>I'm sorry to become one of the naysayer but you seem to have forgotten a bunch of your Dale Carnegie stuff. Your web site is frankly boring and does not contain enough information for a person to make a good decision about your services. The photos are good but there are not enough of them. Do you remember this? "Sell the sizzle not the steak?" There is no sizzle on your site. I apologize in advance for being critical but here goes:<br>

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The first thing you lead with is pet photography. Not what a prospective bride wants to see. As to the pet side of your business you need to show a dog owner dogs and a bird owner birds. <br>

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Your web site does not look "radically simple" it looks amateurish. <br>

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On the first page we read about free stuff. If you are so good why give stuff away? I understand the concept but top wedding photographers need not do this. It appears you have not thought it through anyway. You say you are marketing to an affluent crowd. Your DC training should have taught you about handling objections. Price is rarely an objection with the well to do. That is not to say they are unconcerned about cost. It is to say that they are willing to pay top dollar to get top results. You say you are concerned that some will have computer trouble looking at flash driven content rich sites. How many wealthy young people do you know that have 10 year old computers and phone modems?<br>

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Did you read Aimee's comment? Do it. Look at Rebecca's site and ask yourself this: If I were a young bride, deeply in love, wanting to have the perfect princess experience on my special day, which photographer would I call; the one with the romantic pictures and beautiful web site or the "radically simple" one with a cat picture on the first page? <br>

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Never lead with cost unless you want to be known as the budget alternative. Offering free stuff is tacky when done up front. Ask yourself this: What is the purpose of the web site? The web site does not sell your services, you do. Hopefully in person. The purpose of the web site is as a prospecting tool. It is to get people to call you. Then you sell the meeting to show them your portfolio and to discuss how to make their wedding experience perfect for them. THEN if after they have met with you, heard your presentation, seen your best work in your portfolio, still hesitate you can offer a free session to show your stuff. You NEVER discuss price if you can avoid it until after they are sold on your work. That is selling 101. Remember this key. The web site should be geared to getting the call and the meeting. It does not close the sale.<br>

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You are worried about copyright on songs? That is no concern whatsoever. Spend a very few dollars and get a licensed copy of Pacabel's Canon or something (I think Pacabel's Nikon is far better but then I digress) and put it on your site. Google Royalty free music. Call the SF symphony and ask them if you can use a piece in exchange for a small donation. Have a friend play a beautiful classical piano solo for you and buy them a very good bottle of wine for it. <br>

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Where are your pictures of the ceremonies? Make the pictures bigger. Get rid of the blocky look. You are selling a dream. Choose pictures that the bride can see herself in. <br>

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Someone earlier I think mentioned cost. You will probably take $10K worth of equipment to the wedding. Why would you spend nothing getting there? Your $5000.00 web site and $5000.00 equipment will earn you far more money than a $10,000.00 equipment list and a $300.00 web site. You appear to be rationalizing scrimping on your web site.<br>

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Finally. Do you speak to clergy? Have you spoken to the secretaries in churches? They can be a wonderful source of referrals. Offer to give them some free help in return for referrals and your efforts will go further than giving away free engagement sessions. Not all will be receptive but selling is not a game of all. It is a game of percentages.<br>

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I totally disagree (as have many here) that word of mouth dries up. Your logic is flawed. I am in my 50's and was married two years ago. I have photographed weddings of folks in their 70's. The reason a given person stops referring people to you is that they forget about you. If you want to rekindle their desire to refer people to you send them a letter or perhaps an email containing a picture of their wedding and reminding them of your service. What if you kept a log of their wedding anniversaries and on each anniversary you send them an email or card with a picture from their wedding and your best wishes remembering their special day. If you can personalize it with an anecdote from that day it is all the more powerful. They will be putty in your hands. No need for a hardcore messages just the kindness will speak volumes to them. Don't forget to follow-up with a thanks and complimentary letter to all of the wedding planners to. If you give them a few pictures they can use in their portfolios, who do you think they will use and recommend in the future? Do you send a picture or two with a thank you message to the venues in which you photograph? Another good source of referrals. Wouldn't it be great to have a 16 X 20 bridal photo of yours hanging in the sales office of the St Francis Hotel? What would it cost for you to do that? Do you "stop by" the various venues after the wedding just to say thanks and compliment them on what a great job they did? Hand them some pictures and ask if they would like a large one to hang in their sales room?<br>

If you want to see what your local competition is look at Marla Aufmuth's site. She is in SF and has taken a simple approach to her web site. She hits where your site misses. <br>

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I am sorry to be so frank in these comments. Your photos are beautiful and I am sure you are a bang-up salesman when face to face. But your web site will drag you down. I think you need to take a very critical look not only at the site but also at where you are putting your labors. There is no substitute for personal promotion. Get out there and call on the trade. Be the nice, considerate, thoughtful one and you will be miles above the competition. Tell everyone you meet what you do and give them a card. Ask them to send business your way. <br>

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Your goal should be that if you walked out on the balcony with the Pope everyone would say, "Who is that with Steve".<br>

</p>

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[john_youngblood1]

<p>Not to pile on...<br>

But what about the appeal of the people who's portraits are used in your samples? Using attractive people is a proven marketing strategy. The portfolios that get attention have pretty people, by and large, unless you're trying to make another point about homelessness or whatever. I'm not attractive, but I pay attention to what tweaks people.<br>

I would suggest, in addition to trashing the website and learning to take suggestions, is to hire or coerce some really good looking friends or models to pose at some great locations.</p>

<p>JY</p>

<p> </p>

[cjogo]

<blockquote>

<p><em>I just took a look at C Jo Gough's website. It's very simple, but the navigation and layout are much better than what you have. There are more pictures to look at as well. It's not the sleakest site out there, but it gets the job done for the demographic he's going after.</em></p>

</blockquote>

<p>VIHAO thanks for viewing our web--------wish we could add a little <em>sleekness</em> to our site. But, way out of our "mental" capacity to build the latest.... : I started with a PC (Victor) when they used 5 1/4 floppys > guess I'm behind the times :-}</p>

[w_vh]

 

<p >Steve, your site needs more pictures. I like the simplicity and hate the colors and lack of pictures. I don't like flash either.</p>

<p >Look up "colors people Like" You will find blue, probably black etc. You will not find HOT PINK. That is a ridiculous color! Just like you said about people being irritated by the flash, people are probably irritated by your choice of color.</p>

 

[mt4x4]

<blockquote>

<p>How do you get people to your site?</p>

</blockquote>

<p>I'm not a wedding photographer, but I do have quite a bit of experience in web development and search engine optimization. Here are two tips that might help.</p>

<p>Step #1) <strong>DITCH FLASH</strong> . Flash has nothing for google's bot to read but a couple of lines of code; it can't tell what's in flash. You need content that google's bot can crawl, so stay away from flash websites. PHP is also difficult for google's bot to crawl, the best alternative for a searchable site is good old HTML.</p>

<p>Step #2) <strong>Link Build. In other words, get other sites to link in to you</strong> This is how google determines your ranking; by how many sites link in to you, who they are, and what words are used in the link (google also considers what sites you link to from your site, but its not quite as important). You can get links by blogging (with a link), writing articles that link to your site, etc. This is why it is not a bad idea to Twitter, Facebook, MySpace, etc... Think you're too good for MySpace? That's your loss.</p>

<p>Doing these two things will make your site not only searchable through google, but also increase your rankings. As far as MSN, Yahoo, etc. go, Google has almost 95% of the search engine market, so there is nothing wrong with optimizing for google, and google only.</p>

<p>I Hope this helps.<br /> -Keith</p>

[35mmdelux]

<p>I dont know what the best formula is but I know direct mail is not it. For starters, it is well-known in marketing that unless you hit the target 5-6 times your message will not sink in. Multiply this by the thousands and you'll see direct mail is a black hole.</p>

<p>You would be better off building relationships with wedding vendors of every pursuasion. Cake people, limos, flowers, tuxes, dresses, halls, chapels, etc.</p>

<p>Here, the photog needs to think like a businessperson, NOT like a photog. Unless you have bank to spend, direct marketing is more effective and cheaper than direct mail. Furthermore, you'll build business relationships of longer duration.</p>

[neilambrose]

<p><em>"Most of my income comes from building custom software at costs upwards of $100,000 per system. Among other things, I get paid for creating highly usable systems. I would say that everything on my site is clearly labeled compared to the mystery sites I see."</em> (Steve Hovland)</p>

<p>Steve, with the greatest respect, you may want to rethink your ideas on your website. Usability is poor. Design layout is worse. I read the good advice you got from Rebecca Eby and was intrigued enough to check it out myself. I think she is right on the money, and regrettably you're not. The experience your site communicates is not in line with brand values a bride looks for in contemporary wedding photography.</p>

<p>It's certainly the case that your site has plenty of clarity about how it works, with obvious calls to action. But the functions it offers aren't useful to the user's goals. For instance, a gallery that shows only two small images at a time with no ability to bookmark images, jump to a category, or see a larger size? Not really very conducive to looking through a portfolio. I think people's expectations are in the main a little more sophisticated.</p>

<p>Just my random advice. But please feel free to ignore :-)</p>

[neilambrose]

<p>Sorry, Steve - I really wish I'd read the entire thread before I posted my comments above. I think you've had more than enough feedback about your site already.</p>

[l_e]

<p>There is definitely the potential for that circle of friends to dry up, but you also need to consider that their friends have friends who might get married. And then those friends will have friends who might get married. Keeping in mind that most people have friends who are old and younger than themselves. So if each circle of friends has younger people, and those younger people have different circles of friends (which could be younger yet), then the referrals could keep coming.<br>

The added benefit of referrals is that you are not a random photographer that your potential clients have never heard of before.<br>

There are lots of methods for reaching the different circles of friends. Without knowing your business model and existing marketing strategies I can suggest ideas that would be relevant.</p>

[steve_hovland]

<p>Neil - not to worry. I've been talking about my marketing ideas in various places and am now reassured that I basically have certain affluent market segments all to myself. Time will tell.<br>

Per one comment, I think I am ahead of the curve and that's why some of the reaction is so strong.<br>

For example, my color scheme turned out to be similar to the cover color scheme of the current issue of Surface, and a friend of my wife walked in wearing a blouse the same color as my background. It's not another boring black website. I would refer people to the various books on Color Harmony before they judge me too harshly. You will find me under "tropical." The previous color scheme came out of the Pantone list of colors for 2008.<br>

I take some of my inspiration from fashion magazines where very expensive ads use one picture. One picture. In Dale Carnegie terms, my web site is the attention getter. It's not the whole sales pitch.<br>

Regarding web connections, I am paying for 6 mbps but getting only .5 mbps from my current vendor. Other people should check what consumers are actually getting before they assume that something that works well on their internal network will work well for customers. Many websites are so loaded with interlinked content that their perceived speed is less than the old dialup lines.</p>

[rebecca_eby]

<p>Steve- do you shoot weddings/ do photography full-time? Or are you a weekend warrior? Just curious.<br>

And I'm not debating color schemes... everyone has preferences. But I would like to say that there is something to be said for "another black boring website". A simple, easily navigable black website really shows off your pictures. When a bride goes to a wedding photography site, she is not looking for someone to persuade her with words. Rather, she is looking to be amazed by the pictures. Specifically, wedding pictures. So I simply choose to "wow" her with my wedding pictures against a simple background. <br>

I have a separate website for weddings, and one for portraits. And yet another website for boudoir. Frankly, I want my customers to know that I am catering to their individual needs... as a wedding photographer, a portrait photographer, and a boudoir photographer. Not as a general photographer who can do it all just okay. <br>

Is my website perfect? No, it's flash, and I'd prefer to have HTML. I simply purchased the best I could afford at the time, and will upgrade as my business grows. BUT... I have enough marketing in other areas on the web to still maintain a 100% booking for the last two years because I drive people to my site, and it sells FOR me. </p>

[steve_hovland]

<p>Rebecca - I want to have about half my income coming from photography and half from consulting. Not there yet.<br>

I recommend Mitche Graf's book to everyone.<br>

How do you know the bride is not interested in words? <br>

There are a lot of good photographers out there, and words are one way you can differentiate yourself from the herd.<br>

I may be wrong, but there's a reason for everything I do. I have heard quite a lot about "every one else does it this way, so you are wrong."<br>

If you are making money from your photography, why aren't you paying someone to make an html site? Programming in html is at about the same level as word processing. Cheap and simple.<br>

I'm shopping for a used BMW. Why would I be doing that?</p>

[lindsay_dobson]

<p>Steve - Rebecca is a successful wedding photographer and has no need for an HTML site - and she also has her blog. Depending on your place in the market, clients often expect to see Flash, when done well (simple, clean, fresh, professional) it becomes a very successful tool. </p>

<p>You've had the benefit of some fine advice - from busy professionals who really do know what they're talking about. Given your level of resistance and your belief that you know best, I'll say no more, other than to wish you well. </p>

[steve_hovland]

<p>Lindsay- How do you know people are expecting Flash? You've done surveys?<br>

Actually, I never asked for feedback on my web site. That was not the point of the post.</p>

[rebecca_eby]

<p>Steve, which Mitch Graf book? I actually just pulled Dale Carnegie's book off the bookshelf this morning- it's been on my must-read list for a few months, so hopefully I get to it this week. <br>

And I should clarify. A bride IS interested in words. But her two PRIMARY considerations when going to a new site are:<br>

1) Is this photographer's style what I'm looking for? (Pictures)<br>

2) Does this match my budget? (Price)</p>

<p>The reason I know what a bride wants? I was a bride last year. My friends have recently been or will be one soon. Same with cousins, friends of friends, and customers. I talk to them. Ask their opinions on layouts, colors, logos, ect. In fact, I have four brides (past customers and/or friends) who I regularly check in with to test out a new idea or product. I know what I wanted in a wedding photographer. So it's safe to say that I know what my target market wants.<br>

Yes, I am making money from my photography. And I'm turning nearly all of it around into upgrading my business. Like I said, this isn't my dream site. But it's working nicely for now (100% booked this year), and I'm already shopping around for someone to create an HTML site for me at the end of this year. But I'd like it to be done right, and will be hiring a professional. That is not cheap. I'd rather pay someone than try to blunder my way through writing code resulting in an unprofessional site... I'm a photographer, not a web developer. In the same way that I hope someone will hire me, a professional photographer, rather than a neighbor with a camera, I hope to hire a pro web designer. So this year I'm trying to upgrade equipment, upgrade promotional materials, and save money for a better site. I'm trying not to skimp on quality this time around.</p>

<p>As far as using words to differentiate yourself from your competition. Yes, I agree. But I do believe that the best and most important way to differentiate is through your images. Wow your clients... impress them with your work. Because they are ultimately not as impressed with what you say. They will have your images for the rest of their lives. Your words are gone the moment you speak them. That is why I choose to show my work off the best I can, and make my words second to images.</p>

[lindsay_dobson]

<p>Surveys? Of course. I make a point of asking prospects/clients about what they like/expect/prefer, in short, their decision-making process. I listen to feedback. It's a valuable (and somewhat obvious) exercise, and I run a business which continues to grow in a competitive market. </p>

<p>Forgive me, but your post was in regard to generating business, you asked how others succeed in this (with specific reference to websites), and you alluded to your desire to tap an affluent market. Naturally respondents will advise you accordingly. </p>

[steve_hovland]

<p>I see that you have (recommended) next to your flash link.<br>

Why don't you take that off and put the html link first, and see what happens.<br>

Given that you are pushing the visitor to use flash, I don't think you are in a position to say that people prefer flash. They are merely doing what you are telling them to do. <br>

Also, having both flash and html versions basically acknowledges that many people have slow connections, and by pushing people to flash you may be burning those prospects. </p>

[lindsay_dobson]

<p>Steve, thank you for the comments, but my clients are intelligent and are capable of choosing which portal they use. They are not sheep. If you glance up to my first post, I made a point of saying that nobody is telling you to use Flash, just suggesting you re-evaluate certain aspects of your site. Your generalizations regarding flash, and my HTML site are wrong. Some of my other work (for local clubs) is offered via HTML so that (irrespective of their connection speeds) members can link directly to certain images, when or if necessary, during a consultative or interactive process. That is not a feature my wedding/portrait clients tend to use.</p>

[rick_m.]

<p>Steve. You are nattering about flash. Look at the sites on the web of the best wedding photographers around. They are flash 9 times out of 10. If you want to offer HTML go for it as an option. You said: </p>

<p> "Given that you are pushing the visitor to use flash, I don't think you are in a position to say that people prefer flash. They are merely doing what you are telling them to do. "</p>

<p>You sure have forgotten your Dale Carniege. You are not "pushing them to use flash" you are leading them to the most effective and beautiful presentation. </p>

<p> At the risk of repeating myself. You are in San Francisco and you claim to be aiming for high end clients. Why do you think that young professionals, in the heart of the technology capital of the world, possessed of substantial financial resources would have "slow connections"? That is nonsense. 90% of all US households that have internet access have some form of high speed connection. Of the 10% of the households that remain the majority of them are in areas not serviced by affordable high speed options. Only 14% of the people surveyed who use dial-up do so for financial or other reasons. Frankly, if they can't afford high speed internet in the Bay area they will never be able to afford you. You are , sir, just not thinking this through. </p>

<p>Get into the dream maching business. That is what your web site should be. It is silly to rely on a verbal sales message when the pictures are not supporting it. </p>

<p> </p>

[chris_whitcomb1]

<p ><em><a href="../photodb/user?user_id=320639">Steve Hovland</a> <a href="../member-status-icons"><img title="Frequent poster" src="http://static.photo.net/v3graphics/member-status-icons/1roll.gif" alt="" title="Frequent poster" /> </a> , Apr 05, 2009; 07:02 p.m.</em></p>

 

<p><em>I don't remember which, but one of the founding fathers said "You should never compromise on matters of principle, but always compromise on matters of fashion."<br /> <strong>An experienced photographer can probably mimic any trend that comes by, and we should in order to keep our minds flexible even if our bodies are less flexible than they were :-)</strong> <br /> I'm 61 and I'm shooting with a 50-year old who I think is older than I am in his head. I'm working on getting him to loosen up.</em></p>

<p>I would think about this statement of yours concerning your website.</p>

 

[neilambrose]

<blockquote>

<p> Why do you think that young professionals, in the heart of the technology capital of the world, possessed of substantial financial resources would have "slow connections"?</p>

</blockquote>

<p>Which is of course an astute observation. Back in the mid 90's I lived for a while in Sausalito. Even then, in the days of 56k modems and lease-line connections, I spent more on my computer than I did on my car. Many of my friends live in SF now. They are without doubt your target market - under 40, affluent, design literate, most of them working in advertising or technology sectors. They're the people with wifi all over the house, multiple personal devices with 3G connections, cinema displays and dual- or quad-core computers. They've got more bandwidth than you have, believe me.<br>

Your attitude to accessibility is exactly right. Don't force people to use flash - for one thing it won't work on an iPhone. But you could consider making it an option, and offering html and mobile versions of your site too. If you're a software engineer by trade then I'm sure you won't find it a problem.<br>

But if you're selling a photographic service you have to show pictures. Which means your site needs to make viewing pictures a primary function, and be designed accordingly.</p>